"Was the Starbucks corporate office asleep through all of the Gap controversy when they tried changing their logo? Leave it alone! There's nothing wrong with it," a fan wrote on Starbucks' Facebook page on Wednesday.

"Who's the bonehead in your marketing department that removed the world-famous name of Starbucks Coffee from your new logo? This gold card user isn't impressed," wrote MimiKatz.

"I prefer the old logo," another wrote. "I've been a Starbucks fan since I lived in Portland in the late 80's and I've been in Mississippi for the past 11 years enjoying Starbucks. I'm all for change...I think it's great, but I'm not impressed with the new logo."

And gerberfranz wrote: "Removing the Starbucks name off your logo does not make any sense. I have been a big supporter of Starbucks since the early days, taken expensive rides in taxis to get my morning coffee, even waded through two feet of snow in my business suit. I do not see the logic of your business development folks. Free advertisement on every cup, every day. Think about it."

But a few people supported the move.

"Wow... What a beautiful and compelling way to move the company into the new millennium. I always thought that the harsh black band around the siren represented the shackles of history past," wrote cjsvendsen.

Another Facebook user wrote, "Love the new logo. Streamlined, modern, simple, elegant. Change is obviously more difficult for some than others..."

"Logo changes do get a lot of attention and we were expecting a lot of discussion about this change," said Starbucks' spokeswoman Deb Trevino. Regarding the backlash, Trevino said the company expects customers comments to even out over time.

Starbucks' logo change is reminiscent of a similar move made last year by No. 1 clothing chain Gap Inc (GPS, Fortune 500).

In early October, Gap shocked its fans by changing its iconic blue-box logo encasing the word "GAP," changing it instead to a small box placed above the word Gap.

The move spawned such fan fury that Gap quickly backpedaled on its marketing misstep and reverted to its old logo a week later.

It remains to be seen if its latest logo facelift causes an uproar and how Starbucks deals with the aftermath.

Trevino said Starbucks is absolutely committed to the new logo. "We made the change to support our strategic and business decisions," she said.